Mack Collier

Mack Collier

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Whether you are a consultant, a small business, or a Fortune 500 company, a blog can be a great tool to promote yourself.  But the mistake that many blogs make is placing too much emphasis on promoting what they offer, and not enough focus on the people doing the selling.

How many times have you heard that blogs can help 'humanize' a company or business?  Think about the commercial that you see on TV.  Who is sending this message to you?  An advertiser, of course. 

JoshSidebar.jpg But with a blog, there's a person behind the words.  And this is where a blog excels, because it lets a company, business or individual be on the same level as the reader.  This is why you should strive to promote the people behind your blog and company as much as possible. 

For example, check out the picture to the right.  This is taken from Josh Hallett's blog.  Josh is a very popular blogger and social media consultant.  Notice that he makes it incredibly easy to not only contact him, but to learn more about him, and his services.  Josh isn't hiding at all, he's right out in the open.   This IMO is an absolute must.  When I arrive at your blog, I must know who is writing the blog, I must have access to your pic and bio (preferrably both will be on the blog's main page), and I must know how to contact you.  This information should be so readily available that I couldn't miss it if I tried.  Josh has everything you need all in one shot at the top of the blog.   By doing this, Josh is making it much easier to trust what he writes, as well as relate to what he is saying.  You should strive to do the same.

Why not add pictures in the posts themselves?  Notice what LinkedIn does on their company blog.  Every blogger has a small picture of themselves attached to the top of every post.  How many times have you seen a blog where at the bottom of the post it says that the post was written by 'Team Member' or blogger, or some other anonymous description?   Which do you like better, to know that 'team member' wrote a post, or that it was written by Mario Sundar, with a picture of Mario attached at the top of the post?   This is a very easy way to put a human face on your blog, literally.

Mario.jpgBut why stop there?  Is it possible to involve your customers or others in your blog's pictures?  An incredibly powerful promotional tool can be to show others on your blog interacting with and enjoying your products.  Notice what Ball of Whacks creator Roger von Oech did in the picture below.  Last fall when the iPhone was going on sale, Roger noticed a very long line of customers waiting to purchase the iPhone when it went on sale at his local Apple store.  But in passing by the line, Roger noticed that one of the people standing in line was Robert Scoble.  Many of you are likely familiar with Robert, as he is one of the most popular bloggers on the internet.  Roger then stopped and gave Scoble a Ball of Whacks to pass the time, and then shot a pic of Scoble enjoying playing with the creative toy.  This picture is literally a third-party endorsement of the Ball of Whacks.

Scoble.jpgBlogs are wonderful tools for putting a 'human' face on an organization.  Take that statement literally, and do everything you can to promote the people behind your business.  Let us know that you aren't an anonymous company that I can't relate to, but instead that your business is made up of real people.  We know this, but it helps to see it.  I might not be able to relate to a large company, but I can relate to the people that make that company run.  I can relate to your customers that enjoy your products and services.   These are the people I want to see.  Some self-promotion is fine on your blog, but don't forget to promote people that make your business run, and who benefit from your products and services.








Comments (7)

Some great points made here Mack. I agree with you that adding a picture of the author itself is probably one of the most important things any blogger can do. I even think it gives a bigger sense of comfort when I see their social media profiles like linked-in, facebook, and twitter as well. I have to admit though, I am guilty as I need to add some of those details to my blog too.

Great post otherwise....Sphinned! :)

Thanks Joseph! And I also had to learn this lesson the hard way. For the first 6 months or so of blogging, I didn't have a pic or bio on my blog. My friends kept 'nagging' me about this, and finally I relented. It's a must-have, IMO.

Hey that's me! :-)

As someone who is just starting to work on a company blog, this post is a fantastic resource. Thanks so much for the great information.

Tara congrats on your company blog!

great place for info, LOTs of reading!... conrats on the new blog tara

yes it does help make your blog more authentic against the countless garbage out there... i do agree with mack, it becomes a piece of you.. not just some random stuff on the internet

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Blog Checkup

Does Your Blog Need a Checkup?

If your company or small business has a blog that isn't delivering the results you were hoping for, Mack Collier can help! Mack is the author of one of the most popular marketing blogs on the internet, The Viral Garden, and a social media consultant that has advised companies of all sizes on their blogging strategies, from small businesses to companies as large as Dell. Mack can show you how to revitalize your blog and how to create content and experiences that will excite your visitors and grow your blog's readership.

Every element of your blog, including content, comments, visuals, feed subscription options, sidebars and posting patterns will be examined. You will be given a detailed report that explains exactly how effective every element is, and what areas can be improved upon in order to harness your blog's full potential. Mack will show you how to turn your blog into a powerful marketing tool that's a hit with your customers, and that positions your company or small business as a leader in your industry.

You can click here for more information on Mack's services, as well as prices.

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Mack Collier is a social media consultant, and author of The Viral Garden, a blog focusing on marketing and social media. He also is a frequent contributor to the website Marketing Profs, as well as the marketing blog Daily Fix.

Known for his 'community-first' approach to blogging and social media, Mack focuses on teaching companies how they can use social media to excite and engage their customers, as well as better understand and market to them.

Mack is a requested speaker and has advised companies of all sizes on their social media strategies, from small businesses and startups, to companies as large as Dell and Nettwerk Music. His writings have been referenced in several mainstream publications and websites, including The Washington Post, MSNBC.com, Ad Age, CNET, and The Boston Globe.